Airbnb stops looking for kindness, finds dreamers

Airbnb’s advertising got off to a curious start, where “curious” replaces, “what were they thinking?” Is Mankind? had a go at saying “Airbnb believes that people can and should feel like they belong anywhere in the world. That feeling is possible because of the human kindness found in our community–because of hosts who were once strangers, who welcome us no matter how far we are from home. Go and see just how kind this world can be.”

Sadly, the ad hinted that people are creepy.

Undaunted, TBWA\Chiat\Day, found the kindness in mankind, launching a series of news stories called the Daily Kindness Bulletins.

The new (cinema and online) campaign is simpler and much more compelling. After all, the format worked its socks off for Aldi. Love This? Live There makes airbnb the means to the holiday of your fantasies and makes a feature of airbnb’s vast variety of properties – including the far flung and unusual.

Private Islands puts you on a remote private island to indulge your passion for Bear Grylls.

Treehouse offers a Disney Jungle Book experience (through a tie-up with Disney to promote its new CGI Jungle Book movie. There are more airbnb-Disney ads to come.) And so on.

Creative credits:

Agency: TBWA\Chiat\Day

Chief creative officer: Stephen Butler

Executive creative director: Brent Anderson

Creative director: Kevin Butler
Senior art directors: Jason Nitti, Pierce Thiot & Uni Lee
Senior copywriters: Kathleen Swanson & Elrid Carvalho

Director Of Production: Brian O’Rourke
Executive producer: Annie Uzdavinis
Executive digital producer: Kat Urban
Senior digital producer: Monica Miranda
Digital Producer: Keeley Tarter

Group planning director: Neil Barrie
Planning directors: Kyle Luhr & Jennifer Costello